Our guest on this episode of the FOR LOVE & MONEY Podcast is Kelly Beater. Kelly is Head of felix mobile, a brand that describes themselves as “passionate about enabling a seamless telco experience for our customers, while driving a positive impact for our planet through our partners like One Tree Planted.”

felix’s mission is to inspire a better mobile industry; one that’s great for people and cares for our planet.

felix mobile is part of TPG Telecom, one of Australia’s biggest telecommunication companies. One of the interesting things about this brand is that they exist as a siloed business unit within the larger TPG Telecom organisations. This represents a really interesting model on how large organisations might start navigating their way to balancing profit with purpose – by starting with a small business unit, to build confidence in a profit through purpose model.

In this episode, Kelly shares the journey so far with felix, highlighting the power of a BHAG – a big hairy audacious goal – which for them was to plant one million trees. A goal they have just achieved!

So much gold in this episode. Here are some of the highlights, but make sure you listen all the way to where Kelly talks about her love of what she does and her pride in what she and the felix team are doing (around the 41 minute mark).

Kelly shares how the brief to create a “digital-only” brand led to the development and launch of a purpose-led digital-only brand and business unit within TPG Telecom
Why the felix team chose climate action as their greater cause; the environmental impact of mobile phone usage
Kelly shares felix’s three powerful values and how these shape the behaviour and decisions of the felix team
On achieving their BHAG (big hairy audacious goal) to plant one million trees on behalf of their customers
Kelly shares the benefits of tree planting including environmental and also the restoration of habitat of threatened species like koalas
She talks about some of the projects that felix have supported both in Australia and overseas through their partner organisation One Tree Planted
The role of their customers in choosing their projects
Kelly shares a fascinating insight on what attracts their customers about felix’s value proposition and what drives their ongoing customer satisfaction
The role of purpose in attracting the brand’s stakeholders
Beyond the one million trees, Kelly shares some of felix’s other successes, from awards, to customer growth, customer feedback, customer referral and customer retention
The inextricable link between purpose and profit in felix’s success metrics
Kelly talks about the value of credible partnerships and she shares some of the partnerships that felix have, that help build trust
Kelly talks about how much she loves what she does and how proud she is of what she’s doing through felix (I just love this section of this interview)!
How felix mobile operates within TPG Telecom and how the felix business is influencing the wider business
The next big goal!! And more big news which Kelly couldn’t share during our interview, but we will link to here when “it” is announced

Connect with felix mobile and Kelly

felix mobile website

Kelly’s Linkedin